BSI Top10: Vietnam Social Media Rankings January 2024

Leaderboard BSI Top10 is the most reliable, quality and up-to-date ranking on social media based on social media metrics evaluated by Buzzmetrics — Buzzmetrics Social Index Top10. BSI Top Rankings January 10, 2024 inclusive Top 10 Campaigns, Top 10 Celebrities and Top 10 events on social media channels and electronic newspapers during the period from January 1, 2024 — January 31, 2024.

The BSI (2023 version) has the addition of two new adjustments, Diversity Score and Audience Score, in combination with the 5 evaluation criteria of the 2021 edition, which makes changes when assess the success of social media campaigns/events in an overview and more in-depth: see more at How to rank BSI Top10 (2023 version).

BSI presents a sum of factors and has the same degree of influence. Only one factor changes, the ranking BSI Top10can be changed according to.

From January 2023, the BSI Top10 ranking will be fully applied according to the 2023 edition with the addition of two new adjusted indicators, Diversity Score and Audience Score.

TOP 10 MOST PROMINENT CAMPAIGNS ON SOCIAL MEDIA JANUARY 2024

This past January was an exciting time with Tet campaigns by many brands such as Tiger - Khai Xuan Ban Linh, Heineken - Open connection, spring break, OMO Tet 2024 - Stain and sow hope, Vietnamese Beer - Vietnamese Tet Tet, Coca-Cola - Tet Makes a Wonderful New Year, Knorr - Wonderful New Year, Nam Nu - Nam Ngo Specialty Products, Comfort - Extra Fragrant, Tet More Dat and Lay's - Laugh for joy. In addition, the campaign launched a new product Samsung - Galaxy S24 Series. It also received the attention of the network community.

• Tiger - New Tall Cans - Kai Xuan Bao Lam: After the countdown event and the introduction of new products in December, Tiger continues to participate in the event BSI Top10 Campaigns with a leading position. The amount of discussion about the campaign came primarily from two activities: (1) Inviting users to check-in with Tiger beer or program items and (2) designing Videos with the help of A.I. Both activities select prize winners based on the lucky draw format. Besides, the event “Ban Linh Avenue” held from December 29 - January 7 at Nguyen Hue pedestrian street also entered BSI Top10 Events January 2024. This is a musical performance event centered on the Giant Beer Can model. User check-in activities contributed to both the campaign and the Tiger event having an extremely high volume of natural discussion — the highest at BXH BSI Top10This month (Virality Score = 0.98).
• Heineken - Open connection, spring break: Campaigns used to be second in the ranking BSI Top10 Events December 2023and still maintain the heat in January. It continues to be the mini-games that invite players to join the Starverse that bring the most discussion to the campaign. Starverse is designed as a game world - where players can complete missions and accumulate bonus points, from which the accumulated points will result in valuable gifts. Many highly interactive posts come not only from the brand's fanpage but also from the community page, especially those about Saigon.
• Samsung - Galaxy S24 Series: The Galaxy S24 series hit the market on January 18, 2024. On the occasion of the launch, Samsung held a livestream at Nguyen Hue Pedestrian Street to showcase the product. Previously, fan pages of retail brands as well as tech review communities also hosted minigames to welcome the arrival of the Galaxy S24 series. Users expressed interest in the A.I features that allow for more impressive shots.
• OMO - OMO Tet 2024 - Stain Sow Hope: OMO campaign opens with Tet MV “Mai! Cheek About” to emphasize “smearing” as an attempt to rise up, sowing “hope” for good things in the future. Next, OMO invites everyone to participate in the “Stain Hope with A.I.” challenge to send a message to themselves in 2024. The Challenge was introduced through KOLs channels and received a great response from users.
• Vietnamese Beer - Vietnamese Tet: The new campaign of Bia Viet raises the question: “Do you eat Vietnamese food, why not drink Vietnamese beer?” The question arouses curiosity on the part of the user, generating various streams of opinion. Some users believe that it is okay to drink something tasty, and some users believe that already Tet, you have to consume all Vietnamese food to be Tet. The debates about Viet Bia help the campaign to have a relatively good level of discussion diversity (Diversity Score: 0.85)
• Coca-Cola - The bond that makes the New Year magical: Coca-Cola's Tet campaign has two outstanding activities: (1) Introducing Tet version of Coca-Cola cans with 100 different wishes, followed by a series of mini-games around the theme of Tet wishes, and (2) Organization of the “Miraculous Tet Table” - Coca-Cola's symbolic Tet event, accompanied by charitable activities, connecting 1000 Vietnamese families. The “Miraculous New Year's Table” event with more than 94 thousand related discussions was also recorded at BXH BSI Top10 Events this month.
• Knorr - Magical New Year's Wishes: Knorr opened the campaign with the short film “The Quest to Find the Tet,” which delighted users for its cute, close images and messages. Next, Knorr introduced the “Taste the Wonderful New Year with Children” Challenge, which encourages parents to engage with their children through cooking activities. Overall, the entirety of Knorr's New Year activities underscore the importance of getting the family together in the kitchen to prepare for end-of-year raspberry.
• Male Pisces - Male Pisces Specialty: Pisces combined with the trio Orange - Masew - Double2T in the MV “He has nothing special but specialties”. MV presents dishes typical of many regions, incorporating Nam Ngo fish sauce. In addition to appreciating the quality of the music, users also feel proud of the appearance of their native specialties in the MV.
• Comfort - More Fragrant, New Year More Moment: Comfort's Tet campaign impresses with its musical composition combined with Phuong My Chi. The campaign comes from the idea that “the first gathering moment is like a home fashion catwalk”. Phuong My Chi's MV is enjoyed by users because of the way it combines folk material with a modern theme, drawing on a series of MV Reaction from other celebrities. In total, the reaction livestream from Salim received more than 24,000 comments.
• Lay's - Laugh for joy: Inspired by the trend “Thank you”, Lay's Tet campaign began with Duc Phuc's MV, followed by organizing mini-games for users to get their hands on. Two prominent mini-games are: (1) Lay's package template design with “glass” and (2) Check-in and Lay's Tet version. Happy New Year captions based on the user's “visa” help the campaign to have a relatively high diversity of discussion (Diversity Score: 0.82).

TOP 10 INFLUENCERS MOST FEATURED ON SOCIAL MEDIA IN JANUARY 2024

Besides familiar faces such as Le Duong Bao Lam, Son Tung M-TP, ranking BSI Top10 Influencers January 2024. There is also the appearance of Phuong My Chi, Phan Manh Quynh, Hoa Minzy and Double2T with the launch of the promotional MV for the New Year campaign of the brands. The performances that attracted the attention of the audience helped HIEUTHUHAI, MONO, Trang France and Ninh Duong Lan Ngoc to participate in this month's ranking.

• Phuong My Chi leader of the leaderboard BSI Top10 Influencers January 2024 when releasing the MV “Dieu Da” in conjunction with Comfort to promote the campaign “More Thom Tho, Tet More Dieu Da”. The catwalk in the “Da Dance” helped Chi to receive many compliments from the audience. In addition, the singer also performs at events such as Stars of 2023In particular, she received the “Outstanding New Face” award at Blue Wave 2023.
• The main volume of discussion of Le Duong Bao Lam comes from the artist's personal Facebook posts about daily activities, in addition to activities participating in the promotion campaigns of Saigon Beer, Coca-Cola, programs 2 days 1 night, this also attracts interaction from network users. The network community pays compliments on the appearance and humor in the skits of male artists.
• Phan Manh Quynh back to the leaderboard BSI Top 10 Influencerswith MV “Grateful for Staying” in Danisa's eponymous campaign. He received many comments from the audience praising the MV's meaning, melody and visuals reminiscent of the family picture on this Tet day.
• HIEUTHUHAI and MONO noticed by the network community when participating in performances at award ceremony events. For HIEUTHUHAI, he performed at WeChoice Awards 2023 and won the “Favorite Male Singer” award at Blue Wave. MONO's discussion mainly comes from performing “Em xinh” at shows and events such as Beautiful sister blowing the wind and turning the waves, 2023 Star of the Year Awards Ceremony, Blue Wave 2023. The audience praised the appearance and performance of the two male artists.
• Son Tung M-TP partnership with MBBank and JCB launches “Be The Sky” card — a bank card that integrates fandom membership cards dedicated to the SKY community. Through videos and promotional posts about the product, fans expressed anticipation for his upcoming activities.
• Besides the cooperation to launch MV in the campaign “OMO Tet 2024 - Stain the Sow of Hope”, Hoa Minzyin January achieved achievements at the Awards Ceremony Blue Wave 2023and Award Ceremony 29th Golden Dawn - 2023. The audience congratulates the singer, and also praises her appearance, voice and energy that she radiates.
• The main volume of discussion of Double2Tcame from the debut of MV “You Have Nothing Special But Specialty” which won the charts BSI Top10 Campaigns January 2024 “Male Fish Specialty”. In addition, the male rapper's performance and award nomination at Blue Wave 2023 was also watched and supported by fans.
• Through her performance at the show “Beautiful Lady Breaks the Wind Turn the Wave”, France Pageand Ninh Duong Lan Ngoc received a lot of praise from the online community for his looks, talent and effort through each performance.

TOP 10 MOST PROMINENT EVENTS ON SOCIAL MEDIAJANUARY 2024

Besides events from brands like Tiger - Ban Linh Avenue, Coca-Cola - Magical New Year's Table, La-Larue Concert, Living a “profitable” life of VietinBank; BXH BSI Top10 Events. This month also recognizes the influence of the award ceremonies, the most prominent of which can be mentioned: WeChoice Awards 2023, Blue Wave 2023, Blue Star 2023, 29th Golden Mai Awards Ceremony - 2023, Star of the Year 2023 ceremony, 28th Asian Television Awards Gala.

• WeChoice Awards 2023: This year's awards ceremony delighted users with performances that combined the most popular singers. Based on the theme “Dare Passionate, Dare Brilliant”, WeChoice Awards 2023 devotes a great deal of interest to how Gen-Z influences society. However, the show also caused a lot of controversy over the final results and the statement from the MCK award winner.
• Green Wave 2023: Lan Song Xanh is a long-standing music award in Vietnam, bringing together the most popular artists in showbiz in Vietnam. Especially the mashup of singer Noo Phuoc Thinh captivated the audience because of his handsome looks and attractive voice. Users also paid much praise to Wren Evans - a Gen-Z artist who won the category “Album of the Year” for the album “Loi Choi”.
• La-Larue Concertgebouw: It is a series of musical events that lasts throughout January, taking place in many provinces. Events in each province will bring together different stars, free entrance. Much discussion of the event comes from the shared posts of community pages.
• Blue Star 2023: The Blue Star is an award that honors faces who have made outstanding contributions in the field of film and television. Much of the discussion of the award came from posts of gratitude by Zhen Thanh, Truong Giang, Kieu Minh Tuan and several other celebrities. Especially the appearance of Thai actors Film Thanapat and Jam Rachata also received a lot of attention.
• 29th Golden May Awards Ceremony - 2023: This is an annual award organized by the Labor newspaper to honor outstanding faces in the field of television - digital platforms. Users give a lot of praise to Black Wave - the rapper who was honored in the category of Artist for the Community. Besides, users also proved puzzled with the appearance of Tiktoker Pham Thoai at the red carpet.
• The 2023 Star of the Year Gala: The performance “I fell you up” from the beautiful sisters from the show Wind Pedals Turn the Wave, along with Phuong My Chi's “Universe with You” received great interest from the online community. Besides, users also send congratulations to the artists who won in categories such as “Couple of the Year”, “Hot Kid”, “Hot Mom”, etc.
• 28th Asian Television Awards Gala: The award ceremony attracted public interest because it was first held in Vietnam with the participation of many international artists, especially Thai artists. In addition, the mini-game hunting for tickets to the event on the TodayTV fanpage attracts many users to participate.  
• VietinBank - Live a “profitable” life: The event is part of the campaign “Living a Profitable Life” with the aim of helping the audience to better understand “Living profitably” through each performance of famous singers such as: Black Vau, Tac Tien, Justatee, Ha Anh Tuan,... The online community expressed their desire to attend the concert and were impressed by the grandiose stage.

APPENDIX

Detailed information on the indicators that make up the BSI of the BSI Top10 Campaigns, BSI Top10 Influencers and BSI Top10 Events rankings in January 2024.

To learn more and have a more detailed exchange on how to evaluate brand health, campaignsas well as optimizing the effectiveness of customer interaction on social media based BSI — Buzzmetrics Social Indexplease contact Buzzmetrics representative by email info@buzzmetrics.com.

‍